To the surprise of no one, most viewers are not fans of YouTube ads. In a survey done by Accenture last year, over 80 percent of respondents from various countries said they thought their online video watching was interrupted by ads too much.

“The 30-second ad is a legacy from TV times,” said Will Smyth, head of media at the Agenda21 agency.

“It’s a standard TV unit which has been put online, but it’s not the most effective way to advertise.

“This will encourage advertisers to be more creative about the way they use the platform.”

Scrapping the ads doesn’t mean marketing pros have no options when it comes to catching the eyes YouTube’s more than 1 billion users.

In April 2016, the platform launched non-skippable six-second ads that play before videos. There are also skippable 20-second commercial options for marketers.

Considering that the platform reaches more consumers—on mobile devices and on desktop—ages 18 to 34 and ages 35 to 49 than any United States cable network. For marketers to reach these people, they must whittle their video offerings and make messages concise, appealing and memorable.